Will customers alter their behaviors in due time, or is a friendly "push" in a new direction required? How does understanding and being able to target contexts drive better customer engagement? How many interactions does it take to drive a sustained change in customer behavior? What types of offers have the highest propensity of acceptance? How can data determine what's working and what needs to be tweaked?
Ah, the questions that continuously cross a marketer's mind. From the early days of traditional advertising to the widespread use and adoption of digital marketing, the questions of who, what, when, where, how and why have remained consistent. But data science is changing the way these questions are being answered—and the way those answers are being used to change consumer behavior.
Long before digital marketing came into the spotlight, the data sciences community was laying the groundwork for a major transformation in how businesses engage with their customers. By incorporating a variety of theories from numerous fields—math, statistics, behavioral learning, pattern recognition, data engineering—and partnering with major corporations and retailers, data scientists have proven the value in using science to improve the customer-business relationship.
Mobile represents the next frontier for this scientific marketing approach. Unique to any other channel, mobile enables marketers to proactively engage with individual customers and generates the breadth and depth of data required to do so in a relevant and personalized manner. The who, what, when, where, how and why are no longer a guessing game or left open to interpretation; with data science in play, it's facts driving insights and insights driving actions.
Marketing teams are turning to data science to help them engage with customers in more relevant ways and ultimately drive the right behavior changes to breed more profitable customers. Here are a few best practices which have proven successful in applying data science in the mobile space: